China's sporting goods enterprise marketing interpretation and internationalization exploration date:2014-12-30 14:33
After joining the WTO, China's sporting goods market will appear the trend of international competition, sporting goods companies in the development and growth, but also facing the pressure of foreign competition in the famous sporting goods companies and their products. How China's sporting goods companies can consolidate the domestic market while opening up a broader international market and become an internationally-renowned international brand has become an increasingly pressing issue. To solve the above issues, the marketing of sporting goods plays an important role.
At present, the main channels for the sale of sporting goods in China mainly include distribution, agency and specialty stores.
Distribution is a sporting goods company in China using a more extensive sales approach. According to statistics, there are more than 18,000 sporting goods sales outlets in China, of which a large part of the operators are distributors.
Acting is also an important distribution form of sporting goods in China.
For example, Guangzhou Hanxing Industrial Co., Ltd. has set up 300 sales outlets in large and medium-sized cities such as Guangzhou, Shanghai, Beijing and Xi’an, including 200 specialty stores and more than 100 shopping mall counters. Most of these 100-plus counters are agents. Distribution form. Moreover, some sporting goods companies in China are agents themselves.
Stores are an important distribution form of sporting goods in China.
China's relatively strong sports goods companies use more of this kind of distribution of stores, not only in the local establishment of stores, but also set up stores throughout the country. Such as Guangzhou Conway Group Co., Ltd. has only 18 stores in Guangzhou, in Beijing, Shanghai, Shenzhen, Shenyang and other large and medium-sized cities throughout the country has more than 400 stores, formed a huge sales network Li Ning Sports Goods Co., Ltd. The major cities in the country have also established 350 Li Ning stores and formed a large/Li Ning 0 sports goods sales network.
As the main body active in the sporting goods market, China's sporting goods companies must stand firm in the fierce competition in the sporting goods market and seize the market commanding heights. The quality of products and advertising alone are not enough. It is also necessary to proceed from the consumer market environment, use a variety of business strategies and marketing methods, and open up new markets. China's sporting goods companies have realized the importance of marketing and implemented various types of marketing methods. The marketing methods are showing diversified development trends.
First, body expo marketing. Sporting Goods Expo is a platform for sporting goods to display products, display strength, and conduct marketing and trading. China has successfully held 10 Fairs. The basic situation of the 4th China International Sporting Goods Expo is as follows: The basic situation of the 4th China International Sporting Goods Fair. Name Place of the Event Venue Area of ​​the Exhibition Net Area of ​​the Exhibition Hall / Booth Exhibition Business visitors 7 Chengdu 40,000 M 540 60,000 9 Beijing 70,000 M As can be seen from the above table, both the booth area, the number of exhibitors, and the number of visitors from the Expo show an upward trend, indicating that The influence and role of the meeting will be greater and greater. Guangdong Province has held 4 sessions of body expo, including the 4th body expo in September this year, more than 150 exhibitors, and 29 exhibitors from Spain, France, Austria, Taiwan, Hong Kong and other countries and regions. T2. The expo area of ​​the Expo exceeds 70 percent of the total exhibition area, and the number of professional visitors reaches more than 10,000. At the Expo, participating sporting goods not only displayed their newly developed products, but also organized various dynamic performances to demonstrate their product image and strength. At the 3rd Guangdong (International) Body Expo, the T-type performance platform sponsored by Conway Group Co., Ltd. in China performed sportswear performances, and the Panasonic Group’s Table Tennis Challenge Competition attracted a large audience. With participants.
Through participating in the Expo, sporting goods not only displayed their new products and established a new image, but also the order booked at the Expo was very impressive. / Manu 0 in the 3rd Guangdong (International) Corps At the meeting, order orders amounted to 630,000 yuan. Shenzhen Good Family Industrial Co., Ltd. has exceeded 1 million yuan in orders at the Expo.
The second is marketing of major sports games. The large-scale sports games not only participate in a large number of people, but also attract the attention of the world. They are also the focus of media attention. Therefore, marrying with large-scale sports games is a goal that many sporting goods companies have been pursuing. The use of the charm of the large-scale sports event itself to promote marketing is a respectable activity for many sporting goods companies. China's sporting goods companies have actively sponsored sports undertakings and marry them with large-scale sports events to use them for marketing. For example, the Guangzhou Conway Group's sponsorship of funds and physical transfer to the people's more than 9 million yuan sponsored the Ninth National Games. With the help of the Ninth National Games, it not only expanded the impact of the product, but also established a good image and achieved economic and social benefits. .
The third is marketing of business events. Commercial events have strong commercial promotion, with a large number of participants, and the selected projects are directly targeted at their consumer target markets. Whether it is from propaganda before the game, to the placement of advertising venues in the competition venues, television broadcasts on the events, or other media coverage, it must show the status of the sponsors and fully display the sponsorship image and its products. The first/Yinbao Cup 0 five-man football game held on June 15, 2002 at the Guangzhou Tianhe Sports Center was sponsored by the Guangzhou/Baiyunshan Garment Co., Ltd., a general agent of the mainland/Yinbao. The event not only expanded the sales volume of the /Yinbao 0 product, but also established a good image of the /Yinbao 0 brand.
The National/Adidas 0-3 basketball tournament held in Guangzhou, Shanghai and Beijing from August to November 2002 also belongs to this category. The promotion of the sponsorship centered on the game formed the marketing of commercial events.
The fourth is star marketing. The use of stars for marketing promotion is also commonly used in sporting goods in China. The stars here mainly refer to literary stars and sports stars. The use of celebrities for marketing has varied in the following ways. The main ones are celebrities who are image spokespersons for their products, use celebrities for TV commercials, and in product design, widely solicit the views of athletes and give them free use before new products are listed. Let these people become the company's supernumerary/inspector 0 and/or salesperson 0.
Guangzhou Pisces Sporting Goods Co., Ltd. invited Wang Nan as the spokesperson for its products, and solicited Wang Nan's opinion in product design. / Pisces 0 achieved good results through this marketing strategy.
The fifth is network marketing. The full name of online marketing is online direct marketing, which is a form of direct marketing. Direct marketing includes direct mail order, telemarketing, TV marketing or other media marketing. Internet marketing is currently the most advanced means of conducting business activities. Users put their various types of supply and demand requirements into the network according to a certain format, and the network will provide users with multiple choices according to their requirements. Once the user confirms, the network will automatically complete all services such as the signing, classification, delivery, and payment collection of the sales contract.
Guangzhou / Conway 0, / Lanshi 0, / Mannu 0 and other sports goods in their own websites have opened an online shopping window, and their network and sports goods official website are connected. The Guangdong Sports Industry Association has established a Guangdong-industry information network to facilitate information exchange and resource sharing among its member units. It publishes supply and demand information for various types of sporting goods, realizes the sharing of information resources, and serves various sporting goods companies. Network marketing takes shape. .
Sixth, relationship marketing. Modern marketing is no longer simply the development, marketing and distribution of products, but will gradually pay more attention to establishing and maintaining mutually satisfying long-term relationships with middlemen and customers. This is relationship marketing. Relationship marketing is the establishment of all marketing activities that develop and maintain a successful relationship exchange. China's sports goods companies attach great importance to relationship marketing. The speech of Mr. Li Weiquan, the chairman of Conway Group Company, in the Guangdong Sports Industry Association's / No Renli, full contact with 0 is the refraction of relationship marketing. Mr. Li said: Conway wants to be a brand and achieve two advantages, one for manufacturers and one for distributors. We only work as a brand management company and are responsible for the brand management of the Shandong University of Science and Technology (Social Science Edition) marketing and promotion of brand and brand, comprehensive contact with consumers, and establish good communication mechanisms and relationships with consumers.
Of course, there are many marketing, such as green marketing, integrated marketing and so on. Moreover, various marketing methods are often integrated in practice and applied at the same time with complementary advantages to achieve the best effect of marketing.
The above summarizes the main methods and marketing methods for the sale of sporting goods in China. The following is a preliminary exploration of how China's sporting goods companies will go to the international market. Let's look at the challenges facing China's sports goods companies.
The first is external challenges. After China's accession to the WTO, the country’s protection policy will be gradually phased out. China’s domestic sports goods market will become more and more open, and foreign competitive sporting goods companies will have to rush to China’s big market. In contrast to the two international (Guangdong) sporting goods expositions in 2001 and 2002, the author learned that at the sports expo in 2002, many foreign sporting goods have entered China, and the competition in the domestic sporting goods market has further increased.
The second is the challenge from China's sports goods companies. This is mainly reflected in: (1) The size and strength of China's sporting goods companies are not as good as those of foreign companies. From the point of view of the development of the international sporting goods industry, it has become a trend for sporting goods companies to develop in the direction of grouping and large-scale. The larger the scale and the greater the degree of concentration, the more favorable it is to maximize the use of resources and develop production. However, some of China's most powerful sporting goods companies, such as Li Ning 0, Conway 0, and Lanshi 0, cannot compete with foreign companies such as Adidas 0 and Nike 0 in terms of scale and strength. (2) The limitation of product technical standards. At present, the standardization of sports products in China is relatively backward. At present, there are more than 100 sports events in China, and there are more than 1,000 kinds of equipment and equipment used. There are many mandatory standards that must be used in relation to personal safety. However, there are only 36 standards, of which only one is mandatory. The three major problems of low standards, low standards, and long ageing have become the bottlenecks restricting the development of sporting goods in China.
Development, development restrictions. In China's sporting goods, most sporting goods do not have technology development and research institutions, nor do they carry out research and development of products. They are simply processing or simply imitating. The technology development and development level of some of the larger sporting goods are not high, and there are no innovations and breakthroughs.
(4) Lack of talents and management experience in international marketing. Most sporting goods companies in China only carry out marketing within the region. Although some of the larger sporting goods companies have certain influence in the country, there are some talents and experiences in developing the domestic market, but there are few marketing talents to open up the international market. Lack of experience in exploring the international market.
Faced with the challenges, how will China's sporting goods go to the international market and how to conduct international marketing? The author believes that the first priority is to set up a bridge to the international market.
As most of China's sporting goods companies are located in the southeastern coastal areas of China, and the southeastern coastal areas of China are close to neighboring countries and regions such as Southeast Asia, Japan, South Korea, and Taiwan, business contacts with these countries and regions have been frequent. Therefore, China's sporting goods companies have set their products in the international market as a bridgehead0 located in these countries and regions, mainly in economically developed and easily accessible countries, such as Japan, South Korea, Taiwan, and Singapore. Advantage. There are three main ways to set up such a marketing/bridgehead: One is to set up a sports center in the bridgehead and set up an international wholesale market. The second is to find powerful agents or distributors in the bridgehead area to expand their market in these areas. The third is that sporting goods companies are only responsible for brand management and technology research and development. They set up manufacturing and production plants in the Qiaotou area. Sports goods companies earn profits in brand management and technology development. They are responsible for intellectual property protection and new products and technologies. The research and development.
After joining the WTO, China's sporting goods market will appear the trend of international competition, sporting goods companies in the development and growth, but also facing the pressure of foreign competition in the famous sporting goods companies and their products. How China's sporting goods companies can consolidate the domestic market while opening up a broader international market and become an internationally-renowned international brand has become an increasingly pressing issue. To solve the above issues, the marketing of sporting goods plays an important role.
At present, the main channels for the sale of sporting goods in China mainly include distribution, agency and specialty stores.
Distribution is a sporting goods company in China using a more extensive sales approach. According to statistics, there are more than 18,000 sporting goods sales outlets in China, of which a large part of the operators are distributors.
Acting is also an important distribution form of sporting goods in China.
For example, Guangzhou Hanxing Industrial Co., Ltd. has set up 300 sales outlets in large and medium-sized cities such as Guangzhou, Shanghai, Beijing and Xi’an, including 200 specialty stores and more than 100 shopping mall counters. Most of these 100-plus counters are agents. Distribution form. Moreover, some sporting goods companies in China are agents themselves.
Stores are an important distribution form of sporting goods in China.
China's relatively strong sports goods companies use more of this kind of distribution of stores, not only in the local establishment of stores, but also set up stores throughout the country. Such as Guangzhou Conway Group Co., Ltd. has only 18 stores in Guangzhou, in Beijing, Shanghai, Shenzhen, Shenyang and other large and medium-sized cities throughout the country has more than 400 stores, formed a huge sales network Li Ning Sports Goods Co., Ltd. The major cities in the country have also established 350 Li Ning stores and formed a large/Li Ning 0 sports goods sales network.
As the main body active in the sporting goods market, China's sporting goods companies must stand firm in the fierce competition in the sporting goods market and seize the market commanding heights. The quality of products and advertising alone are not enough. It is also necessary to proceed from the consumer market environment, use a variety of business strategies and marketing methods, and open up new markets. China's sporting goods companies have realized the importance of marketing and implemented various types of marketing methods. The marketing methods are showing diversified development trends.
First, body expo marketing. Sporting Goods Expo is a platform for sporting goods to display products, display strength, and conduct marketing and trading. China has successfully held 10 Fairs. The basic situation of the 4th China International Sporting Goods Expo is as follows: The basic situation of the 4th China International Sporting Goods Fair. Name Place of the Event Venue Area of ​​the Exhibition Net Area of ​​the Exhibition Hall / Booth Exhibition Business visitors 7 Chengdu 40,000 M 540 60,000 9 Beijing 70,000 M As can be seen from the above table, both the booth area, the number of exhibitors, and the number of visitors from the Expo show an upward trend, indicating that The influence and role of the meeting will be greater and greater. Guangdong Province has held 4 sessions of body expo, including the 4th body expo in September this year, more than 150 exhibitors, and 29 exhibitors from Spain, France, Austria, Taiwan, Hong Kong and other countries and regions. T2. The expo area of ​​the Expo exceeds 70 percent of the total exhibition area, and the number of professional visitors reaches more than 10,000. At the Expo, participating sporting goods not only displayed their newly developed products, but also organized various dynamic performances to demonstrate their product image and strength. At the 3rd Guangdong (International) Body Expo, the T-type performance platform sponsored by Conway Group Co., Ltd. in China performed sportswear performances, and the Panasonic Group’s Table Tennis Challenge Competition attracted a large audience. With participants.
Through participating in the Expo, sporting goods not only displayed their new products and established a new image, but also the order booked at the Expo was very impressive. / Manu 0 in the 3rd Guangdong (International) Corps At the meeting, order orders amounted to 630,000 yuan. Shenzhen Good Family Industrial Co., Ltd. has exceeded 1 million yuan in orders at the Expo.
The second is marketing of major sports games. The large-scale sports games not only participate in a large number of people, but also attract the attention of the world. They are also the focus of media attention. Therefore, marrying with large-scale sports games is a goal that many sporting goods companies have been pursuing. The use of the charm of the large-scale sports event itself to promote marketing is a respectable activity for many sporting goods companies. China's sporting goods companies have actively sponsored sports undertakings and marry them with large-scale sports events to use them for marketing. For example, the Guangzhou Conway Group's sponsorship of funds and physical transfer to the people's more than 9 million yuan sponsored the Ninth National Games. With the help of the Ninth National Games, it not only expanded the impact of the product, but also established a good image and achieved economic and social benefits. .
The third is marketing of business events. Commercial events have strong commercial promotion, with a large number of participants, and the selected projects are directly targeted at their consumer target markets. Whether it is from propaganda before the game, to the placement of advertising venues in the competition venues, television broadcasts on the events, or other media coverage, it must show the status of the sponsors and fully display the sponsorship image and its products. The first/Yinbao Cup 0 five-man football game held on June 15, 2002 at the Guangzhou Tianhe Sports Center was sponsored by the Guangzhou/Baiyunshan Garment Co., Ltd., a general agent of the mainland/Yinbao. The event not only expanded the sales volume of the /Yinbao 0 product, but also established a good image of the /Yinbao 0 brand.
The National/Adidas 0-3 basketball tournament held in Guangzhou, Shanghai and Beijing from August to November 2002 also belongs to this category. The promotion of the sponsorship centered on the game formed the marketing of commercial events.
The fourth is star marketing. The use of stars for marketing promotion is also commonly used in sporting goods in China. The stars here mainly refer to literary stars and sports stars. The use of celebrities for marketing has varied in the following ways. The main ones are celebrities who are image spokespersons for their products, use celebrities for TV commercials, and in product design, widely solicit the views of athletes and give them free use before new products are listed. Let these people become the company's supernumerary/inspector 0 and/or salesperson 0.
Guangzhou Pisces Sporting Goods Co., Ltd. invited Wang Nan as the spokesperson for its products, and solicited Wang Nan's opinion in product design. / Pisces 0 achieved good results through this marketing strategy.
The fifth is network marketing. The full name of online marketing is online direct marketing, which is a form of direct marketing. Direct marketing includes direct mail order, telemarketing, TV marketing or other media marketing. Internet marketing is currently the most advanced means of conducting business activities. Users put their various types of supply and demand requirements into the network according to a certain format, and the network will provide users with multiple choices according to their requirements. Once the user confirms, the network will automatically complete all services such as the signing, classification, delivery, and payment collection of the sales contract.
Guangzhou / Conway 0, / Lanshi 0, / Mannu 0 and other sports goods in their own websites have opened an online shopping window, and their network and sports goods official website are connected. The Guangdong Sports Industry Association has established a Guangdong-industry information network to facilitate information exchange and resource sharing among its member units. It publishes supply and demand information for various types of sporting goods, realizes the sharing of information resources, and serves various sporting goods companies. Network marketing takes shape. .
Sixth, relationship marketing. Modern marketing is no longer simply the development, marketing and distribution of products, but will gradually pay more attention to establishing and maintaining mutually satisfying long-term relationships with middlemen and customers. This is relationship marketing. Relationship marketing is the establishment of all marketing activities that develop and maintain a successful relationship exchange. China's sports goods companies attach great importance to relationship marketing. The speech of Mr. Li Weiquan, the chairman of Conway Group Company, in the Guangdong Sports Industry Association's / No Renli, full contact with 0 is the refraction of relationship marketing. Mr. Li said: Conway wants to be a brand and achieve two advantages, one for manufacturers and one for distributors. We only work as a brand management company and are responsible for the brand management of the Shandong University of Science and Technology (Social Science Edition) marketing and promotion of brand and brand, comprehensive contact with consumers, and establish good communication mechanisms and relationships with consumers.
Of course, there are many marketing, such as green marketing, integrated marketing and so on. Moreover, various marketing methods are often integrated in practice and applied at the same time with complementary advantages to achieve the best effect of marketing.
The above summarizes the main methods and marketing methods for the sale of sporting goods in China. The following is a preliminary exploration of how China's sporting goods companies will go to the international market. Let's look at the challenges facing China's sports goods companies.
The first is external challenges. After China's accession to the WTO, the country’s protection policy will be gradually phased out. China’s domestic sports goods market will become more and more open, and foreign competitive sporting goods companies will have to rush to China’s big market. In contrast to the two international (Guangdong) sporting goods expositions in 2001 and 2002, the author learned that at the sports expo in 2002, many foreign sporting goods have entered China, and the competition in the domestic sporting goods market has further increased.
The second is the challenge from China's sports goods companies. This is mainly reflected in: (1) The size and strength of China's sporting goods companies are not as good as those of foreign companies. From the point of view of the development of the international sporting goods industry, it has become a trend for sporting goods companies to develop in the direction of grouping and large-scale. The larger the scale and the greater the degree of concentration, the more favorable it is to maximize the use of resources and develop production. However, some of China's most powerful sporting goods companies, such as Li Ning 0, Conway 0, and Lanshi 0, cannot compete with foreign companies such as Adidas 0 and Nike 0 in terms of scale and strength. (2) The limitation of product technical standards. At present, the standardization of sports products in China is relatively backward. At present, there are more than 100 sports events in China, and there are more than 1,000 kinds of equipment and equipment used. There are many mandatory standards that must be used in relation to personal safety. However, there are only 36 standards, of which only one is mandatory. The three major problems of low standards, low standards, and long ageing have become the bottlenecks restricting the development of sporting goods in China.
Development, development restrictions. In China's sporting goods, most sporting goods do not have technology development and research institutions, nor do they carry out research and development of products. They are simply processing or simply imitating. The technology development and development level of some of the larger sporting goods are not high, and there are no innovations and breakthroughs.
(4) Lack of talents and management experience in international marketing. Most sporting goods companies in China only carry out marketing within the region. Although some of the larger sporting goods companies have certain influence in the country, there are some talents and experiences in developing the domestic market, but there are few marketing talents to open up the international market. Lack of experience in exploring the international market.
Faced with the challenges, how will China's sporting goods go to the international market and how to conduct international marketing? The author believes that the first priority is to set up a bridge to the international market.
As most of China's sporting goods companies are located in the southeastern coastal areas of China, and the southeastern coastal areas of China are close to neighboring countries and regions such as Southeast Asia, Japan, South Korea, and Taiwan, business contacts with these countries and regions have been frequent. Therefore, China's sporting goods companies have set their products in the international market as a bridgehead0 located in these countries and regions, mainly in economically developed and easily accessible countries, such as Japan, South Korea, Taiwan, and Singapore. Advantage. There are three main ways to set up such a marketing/bridgehead: One is to set up a sports center in the bridgehead and set up an international wholesale market. The second is to find powerful agents or distributors in the bridgehead area to expand their market in these areas. The third is that sporting goods companies are only responsible for brand management and technology research and development. They set up manufacturing and production plants in the Qiaotou area. Sports goods companies earn profits in brand management and technology development. They are responsible for intellectual property protection and new products and technologies. The research and development.
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